The Underblog

AR Nurtures Emotional Engagement for Brands and Consumers

 

Our 21st century technology has gradually produced numerous channels for digital escapism, but none have pushed the boundaries more than recent advances in virtual reality (VR) and augmented reality (AR).
Since its release in summer 2016, Pokémon GO made a splash in the arena of smartphone AR. As an entertainment brand born in the formative years of the millennial generation, Pokémon stretched across video games, playing cards and other merchandise. The AR iteration, however, where players individually or in teams visit real-world locations to “capture” monsters, became the most downloaded mobile game app in 2016 with mass appeal for social connectedness through a nostalgic experience.
Many brands are already developing ways to integrate digital- and real-world engagement to shorten the journey between browser and buyer. Here are a few examples of brands that have already undertaken experiments in AR:
Moxie, an Atlanta-based marketing company, decided in 2017 to forego sending out the traditional holiday cards and candy to clients and vendors. Instead, it decided to experiment with the interactivity of augmented reality with “rapping” giftwrapping paper. With the help of a local muralist and recording artist T-Pain, Moxie sent AR wrapping that, when using the company’s Gift Rap app, featured a singing animation all over the pattern. Such a feature might have made it more difficult to rip up the paper for any gift found inside.
Ikea is pushing the limits of AR by bringing the retail browsing experience directly to your smartphone. Want to see how a coffee table might fit in your living room, or how a futon will look in a guest bedroom? The furniture maker has created a free app that allows users to use their cameras and view any of more than 2,000 products as though it were appearing in a room. The app, called Ikea Place, uses data picked up by your camera to map objects in a room to render a 3-D image of a product at scale with 98 percent accuracy. An AR application like Ikea Place has the potential to streamline the furniture shopping experience – removing the longtime woes of measuring spaces, comparing fabrics and colors, and seeing how the products look in the home only after buying them.
Porsche is aiming to improve its technician services with a set of AR smart glasses used in a process called Tech Live Look. In the event that a technician at any Porsche dealership can’t immediately determine a car’s problem or find the solution, they can use the smart glasses to link with the support team at the Porsche Experience Center in Atlanta. The smart glasses include a high-resolution camera that can examine very small objects among the vehicle’s parts as well as LEDs provide illumination in dark crevices. The support team in Atlanta can send instructions and other assessments directly to the glasses, thus preventing a technician from wasting time with opening an email on a remote computer. With this system, customers can expect to get their cars back faster as the eight dealerships that have implemented this technology have decreased resolution time by 40 percent.
As VR’s focus is largely shifting toward the future of gaming, AR is headed toward disrupting the norms of daily life. Advances in technology and their applications in retail shopping and the producer-consumer relationship will dramatically improve the overall customer experience for a growing number of industries in the near future. Agencies today need to bring clients ideas and examples of how the brand experience can be richer and more personal via AR and VR applications.

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Ad Agencies Moving Rapidly Toward Amazon Service Offering in 2018

Google and Facebook dominate the digital advertising market. Google is expected to make around $40 billion next year off of U.S. advertising, while Facebook should
reach just over half of that at $22 billion. Advertisers and advertising agencies are constantly looking for a third contender for their ad budgets.
Many agencies are investing in personnel and starting to shift a portion of their budgets to Amazon. It’s a bet, but one that is starting to pay off for the early
adopters. Versus Facebook and Google, Amazon owns the entire path to purchase.  Amazon has been subtly executing its ad business to share products, boost sales and
drive website traffic across its platform – which covers a wide range of websites, apps and devices.
Some of the world’s largest ad holding firms are shifting their investments toward advertising on the e-commerce giant’s platform, according to a December 2017
article in The Wall Street Journal. WPP CEO Martin Sorrell told the newspaper that the company is expected to spend $200 million on Amazon ad products and services
in 2018.

It’s a decision made with good reason. The advertising avenues on Amazon include search results and banner ads that until recently had been only used for non-
Amazon products. The reach of Amazon Ad Services should appeal to any agency’s clients. Whether your product is competing with the product sold or is
complimentary to the offering, Amazon provides an advertiser with a moment of impact where the consumer is ready to purchase. Facebook provides targeting and
Google provides search, but Amazon is routed on the centerline of the path to purchase.

In addition to the Amazon shopping site, the company can deliver ads through Amazon Prime Video, Amazon Prime Music and Kindle Fire. Soon to be announced,
are ads coming over the Amazon Echo. With more and more pressure on advertising ROI, the Amazon ad platform will be able to link from broad based awareness efforts
all the way down to the sale. The viability of Amazon as a real challenger to the duopoly of Facebook and Google is legitimate. Ad agencies should take advantage of this duopoly alternative as online consumerism is only growing. This may turn out to be the most effective way to boost brand awareness and track online efforts all the way down to the purchase.

 

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What is Inbound or Automated Marketing? How Does It Work?

In the 20th century, marketing and advertising were a natural fit in the media culture that was gradually building in America. Old-school marketing methods like door-to-door sales and cold calling were effective but soon replaced with direct mail, billboard, print ads radio and television. These new mediums were adopted not because they were more effective on a one-on-one basis but because they could leverage the message to the masses at a minimal cost per person and harness a larger number of sales.

As the internet evolved, our access to it became more mobile, our eyes and ears redirected from what’s up to what’s down on our handy smart devices. Early advertisers approached this new advertising medium the same way they approached the mass mediums of the past. Display became the norm and consumers reacted with ad blockers and are making it known that they think content should be free and open to all with out paid advertising.

 

Even some video streaming services like Hulu offer options that block ads from appearing before or during any available programming.  Netflix, on the other hand, doesn’t include advertising with any of its streaming programming. Music services like Spotify have similar premium options.  Obstacles like these can shift advertising into a relatively passive experience, which doesn’t help companies reach out to new customers, much less crystalize their brands. When navigating the ever-evolving digital space, what kind of marketing campaign can your company execute to succeed?

The answer depends on the quality and context of your content. Does your content solve a problem? Does it provide information that’s vital to your target audience? Does it at least spark topical conversation? And most importantly, can it convert a prospect into a brand advocate.

How can you leverage your content to build a relationship with the consumer. This is what’s called inbound marketing. A term coined by the co-founder of marketing software developer HubSpot. The methodology behind inbound marketing focuses on:

  • Attracting strangers to your brand by creating personable connections through blogs, keywords and social media messaging to encourage them into visiting your online marketplace.
  • Converting those visitors into leads by inviting them to landing pages where they engage in calls to action or supply simple information, like a name and email address that allows them to receive e-newsletters, which turns visitors into leads.
  • Closing deals that make them customers go from possible to probable after they’ve signed up to receive emailed content that’s relevant and timely to their interests.
  • Delighting new and returning customers with engaging content and access to exclusives, so they feel like a valuable part of the brand and become your regular promoters.

Shared through social media, blogs, video and other interactive engagement tools, content that’s relevant and helpful to your target audience can be your company’s magnet for leads to new and returning customers. Once you attract the lead, the system goes to work with an automated marketing process of content, emails, posts and even display to drive the prospect into a customer. Each step is tracked and can be created with “if-then” scenarios automating the right message based on the prospects behavior. Amazing, right?

If you’re having doubts about the effectiveness of inbound marketing, consider what brands you’ve been drawn to because of online content. HubSpot offers several examples of brands that have successfully implemented inbound marketing. Here are some highlights:

  • Starbucks consistently posts beautiful photography that highlights cup styles, store locations and seasonable flavors. But it also uses the company’s Facebook page to share job postings, contests and features for its mobile app. The Facebook page also includes a store locator in case visitors suddenly are thirsty for a cup of joe.
  • GoPro’s YouTube channel streams videos created by its customers to show off the durability of the mobile cameras in different environments. From jumping from a plane to observing wildlife, the videos highlight the experiences that customers have captured using the company’s products.
  • Airbnb’s personalized emails uses the customer’s search history to notify them when rentals become available in cities they’re interested in visiting. The emails are also timed to remind customers that they should take time to relax and recharge.

These examples reveal some of the best practices behind inbound marketing: the right content at the right place and at the right time. Additionally, the ROI delivered is typically less expensive with inbound marketing than the offline methods. The best marketers and their agencies analyze their results and optimize where necessary to adapt to changing factors and trends relevant to their target audiences.

If you know what’s important to your target audience, then you can develop the right message that will turn today’s strangers into tomorrow’s ambassadors for your brand.

Today, inbound or automated marketing is an important part of any brand’s ecosystem. If you are looking for advice or just want to chat about inbound marketing email Alex to set up a call at Avanwinkle@vanwinkleassociates.com.

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The royalties and loyalties behind effective influencer marketing campaigns

In this digital age of hand-held interconnectivity and hyper media, every single user of technology around the world has the potential to be the next great communicator. And companies want the influence of these communicators to grow their business. Just take a look at these 25 influencers based in Atlanta.

But is an online influencer worth any price? Will influencer marketing add a significant leap in your ROI? What defines a successful influencer marketing campaign?

Influencer marketing has grown overnight to be a popular strategy for businesses looking to extend the reach of their brands and attract new customers. But it’s not as simple as hiring a celebrity to be a voice for your brand and letting it run on autopilot.

When considering an influencer marketing plan, consider these questions:

What are your goals?
To achieve a strong ROI from a influencer marketing campaign, it’s important to understand which key performance indicators match with the strategy. Scrunch.com offers a few pairings of strategies and goals that can deliver results:

  • Brand awareness: This strategy will likely involve giving away a lot of product or services for free to influencers who can promote your business. It may also be worth creating an interactive relationship with potential influencers through exclusive first-look offers or live invitation events.
  • Generate sales: If the company’s intent is to inject some adrenalin into profits, then there are several methods to try. Discount codes, for example, give influencers something to share with their followers, thus generating potential consumers. Influencer marketing can also be reinforced with flash sales that are designed to make consumers worry they will miss out on what other followers could receive before anyone else.
  • Attract new target market: Invest time, money and effort on buzz builders who can drive specific website traffic and make noise about your brand in the digital space you hope to draw new paying customers.
  • Increase social media followers: For example, announce a competition on Instagram that asks followers to use a specific hashtag in their posts related to your brand in order to win a prize. You can additionally promote the competition by telling influencers that they can also enter and then encourage their followers to also enter. By focusing on growing a specific social media platform, your social following will grow as will their interest in your brand.
  • Customer retention: If you have built a strong relationship with an influencer, then you’ve potentially built a strong relationship with their followers as well. This transforms your influencer into a brand ambassador who can continue promoting your product, which can lead to repeat purchases.

 

Who can best represent or endorse your brand?

A positive endorsement of a product by a trusted personality can make a greater impact than even the most beautifully written copy or the most engaging video, according to Convince&Convert. Niche-based communicators could be potential brand ambassadors based on the relevance of their content to your brand, the traffic or new and returning visitors and consistency for posting new and authentic content. If your influencer can use multimedia digital content to extend the loyalty they’ve built with their audiences to your brand or product, then everyone wins.

 

What defines a “successful” influencer marketing campaign?

“The first step for measuring anything accurately is starting with clear goals,” writes Deep Patel on Forbes.com. If the goal of your campaign is to “gain more followers” or “get more clicks on the website,” then success may be vague. By establishing specific metrics, like “increase sales by 10% each month” or “collect 2,000 new Twitter followers,” there is more opportunity for measureable achievement.

 

Success isn’t always guaranteed, but investments of time and knowledge in your brand, your audience and your influencers can deliver a lot of promise. As Intuit co-founder Scott Cook infamously stated, “A brand is no longer what we tell the consumer it is – it is what consumers tell each other.”

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Curated content without consistency doesn’t make a brand for all time

If content is king, then consistency is the ruthless queen.

Excellent communication in advertising and marketing requires a strict discipline to the rules of style. The public doesn’t take kindly to grammar and spelling mistakes or random, disconnected visual elements. Such errors can instantly lessen the value of a brand or product and risks driving the audience away, never to return.

A brand only succeeds if its style is consistently applied across all ads, websites and social media. So how do you establish consistency? Here are a few factors to consider as you’re making choices about your brand’s identity.

Start by using styles already available
There are already established editorial style guides that many content creators follow to deliver consistent, high quality messaging. Guides like The Chicago Manual of Style and The Associated Press Stylebook are largely used by news media, but they are also among the best examples of organization for rules and policies related to editorial standards. Since media advertising plays a prominent role in branding, it’s worth referencing one of these media industry popular style guides as groundwork for your internal and external communication rules.

What terminology makes up your brand?
You can only create standards if everyone is on the same page about your brand- and industry-specific terms and phrases. The Chicago and AP books include standards for how to display numbers (using numerals vs. words), how to address cities and states, and other proper and common terminology. Start here, then decide what rules need to be applied to your brand. Once you’ve established your in-house editorial rules for advertising and marketing, commit to them.

A brand to remember
Consistency shouldn’t be limited to advertising alone. The brand of Atlanta-based Coca-Cola has sustained for more than a century—thanks to several design aesthetics that have been consistently applied in its television, audio, print, outdoor, social media and opinion leadership. According to Small Business Trends, the brand’s logo has used the Spencerian script font, clear white text, and bright red background with great success since 1885. Use fonts, colors and graphics to create a logo and brand that work across all platforms and can also stand the test of time.
According to Pew Research in November 2016, 77 percent of Americans own a smartphone—nearly 250 million people who are waiting to see a company’s brand on responsive websites, apps and social media. HireRabbit notes that brand consistency across the web can inspire name recall, deliver strong messaging from one platform to another and eliminate confusion with your competition. Whether your brand is part of a tweet marking a special occasion or pops up in an ad after you win a round of Angry Birds, your consistent brand can stay with users even when they put away their iPhones.

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Go North Young Man

Silver, Andy and Melanie judging the Mid-Michigan Addy Awards.

 

Heeding the call to judge the Addys of the great wild north.

Every creative loves awards, and you should gird your loins around those who say they don’t. They’re a fantastic measuring stick for the high standard of quality we toil over day to day. Its icing on the cake that when they’re recognized by peers in the industry. But, far less creatives, love judging award shows. This is where I’m cut from a different cloth.

Award shows, especially hyper local ones, have a reputation for fewer entries we’d call killer by standards set by The One Show, CA and the like. Its hard to argue that stuff coming out of Little Rock or Cheboygan could ever compete with work produced in larger markets by larger agencies. This is where I want to prove that notion utterly wrong.  I have been trying to do so for the last 10 years or so making my way around the local Addy judging circuit.
Often, I leave a judging weekend super impressed with creative efforts emerging from markets you wouldn’t consider perennial advertising powerhouses or even sesquicentennial powerhouses. That’s the beauty of what we do, no matter where you are, or what agency you call home, the originality of an idea transcends regionality and agency size.
Over a month ago, I had the pleasure of joining Andy Azula, Executive Creative Director of The Martin Agency, and Melanie Weisenthal, Principal at Deerfield Design NYC, to judge the Addy awards for the Mid-Michigan Creative Alliance in Lansing, Michigan. We met the entrants in a casual Q&A session at a local brewery the night before judging. One of the big themes addressed regionality as a measurement for creative worth.
My argument reinforced that great thinking can exist anywhere. It doesn’t matter that agencies in smaller markets don’t have armies of retouchers, or the deep pockets of a global holding company. In fact,  creativity often flourishes when given a small sandbox to play in. Limits force you to be more creative and arrive at solutions with less tools available. In Michigan, we judged some of the best design work I’ve seen in any advertising annual or show.
Its markets like this that force every creative to adopt a pioneer  attitude to work. They make the work  and they demand nothing but the best because they are the ones on the frontier. The next time you find yourself in Duluth or Sioux Falls, search for the local shops carving out their own paths in the advertising landscape. The work is wild.

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Make Your Marketing Program Compete Like a Bracket Champ

BrackeHeadlineMarch Madness is in full gear and everywhere there are examples of teams that do a little more to advance to the next round. This bracket mishmash reminds me of today’s competitive marketing landscape. Assuming each brand in a category spends the same percentage of their gross sales on marketing. How can new brands grow and larger brands lose share and fall to the bottom of the ladder? We have to look at some of the same elements that allow NCAA teams to advance and become champions in their space.

 

A Disciplined Approach

It’s funny how some marketing programs seem like they are haphazardly thrown into the fray. The website doesn’t look like the storefront or the social posts look like they came out of a catalog. Brands need to become disciplined about how they go to market. Process driven planning is a lot like college basketball teams preparing by reviewing tape before the game. A disciplined process creates a solid execution plan. This results in a deeper understanding of the competition, a more thoughtful plan addressing their strengths, and a dedicated strategy to commit resources in the strongest way possible.

Create Opportunity

Teams that advance do so by creating opportunity when they need it most. Every game is full of opportunities. In basketball, opportunities are created through fouls, officials, a hot hand, or coaches influence of what happens on the floor. Consumers are ever changing. Any brand marketing to an 18-39 year old female is losing ground. Today, brands must create opportunity by determining which 18-49 year old females are their customers. they must learn everything about who they are, what they like, and how they buy. Solid digital analytics provides an exact profile of the prospect and their behavior. A good creative agency will push you for data and build a fluid portrait of your consumer. Brands should live within their consumer’s world. When brands connect, the opportunity to influence decision making becomes reality. Find out the prospects interests, and make them a relevant part of your communication.

Get Scrappy

The tournament is a battle of near equals. The intangible factors that influence victory reveal themselves in phrases like “you gotta want it more” or “it was all about hustle”. These same intangibles will get you ahead in the marketing game. The little things make you stand out where others melt into the crowd. This is never more evident in the world of sponsorship management. As a mid-sized Atlanta ad agency, VWA’s national and regional clients are often up against global brands with deep pockets. That puts our full service agency up against network agency sports marketing divisions. It’s amazing how much these guys leave on the table. They are so caught up in the contract negotiation that the hustle never enters their minds. Smaller players realize more by squeeze every drop out of sponsorship opportunities. Hand out samples. Present a hospitality team at events. Bring unique and creative added value solutions to media buys. And the all time air ball by big agency networks. Set up a social media team to leverage your investment and produce content for the future.

In the next few weeks, you will observe how these primary factors dictate the wins from the loses. If you apply these same elements to your marketing plans, you will win at the game of marketing one bracket at a time. The biggest and the strongest will go down in the tournament. Pay attention to the underdogs and how they execute their game.

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Getting the Most Out of Your Ad Agency: 3 Things to Pay Attention To

advertising agencies in AtlantaWhen you hire an ad agency, it’s easy to be seduced by how well they market themselves. After all, that is our job! But ultimately, you need to make sure that the full-service marketing agency you choose to work with is going to put their clients first — and be highly skilled at doing so. When you’re considering different advertising agencies, you need to put their knowledge and capabilities under a microscope. Are they experts in their field? Can they provide the kind of advertising you want for your company? Do they have the power to take you to the next level? Of all the advertising agencies in Atlanta, we pride ourselves on providing the best possible service for our clients with our talent and expertise. Although there are many factors to consider, we think these are three of the most telling.
 

  • Make sure their design skills are up to snuff
    Back in 2015, more than $180 billion was spent on advertising in the United States. You have to make sure that this significant part of your company’s budget isn’t wasted. If your ad agency’s design is subpar, you’re never going to get the attention and sales your company deserves. One way to tell whether you’re working with one of the finest advertising agencies in Atlanta? Check out the agency’s website. If the design is outdated or their branding is blasé, it’s not likely that they’ll do much better with your company’s ads. Although their focus should be on their clients, that doesn’t mean that they should let their own marketing fall flat.
  •  

  • Ask about mobile strategies
    It’s more important than ever to implement the latest technology in your marketing strategy. If they have a client whose site or ads don’t function well on mobile or they seem to know nothing about social media marketing, those are pretty clear signs that they aren’t going to be a good choice for the future. They’ve clearly already fallen behind the curve, so there’s little chance they’ll be able to catch up with ever-evolving technology. While they may not handle website design themselves, it’s important they know about the latest practices in related fields; that’s the only way they can ensure their clients will succeed. If they’re still depending on print ads and don’t know much about Facebook, don’t even consider the partnership.
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  • Consider a local agency
    A personal touch can be paramount for many businesses. Being able to meet face-to-face is a real perk for many of our clients, which is why many of them seek out advertising agencies in Atlanta and the surrounding area. Although we work with clients in other parts of the country, both we and our clients love having our location in common. This can be especially important when you’re a small business or are considering working with a smaller agency. Whether every marketing agency will realize it or not, local clients often get precedence. Plus, it can motivate your agency to work a bit harder for you if they know you could show up at their offices at any time!

If your company needs a revamped marketing strategy, Van Winkle + Associates is here for you every step of the way. To find out why we’re one of the best rated advertising agencies in Atlanta, give us a call today to set up a consultation. We’d love to work with you.

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3 Tips for Finding a Quality Marketing Agency

marketing agencyIt’s more important than ever to have an effective marketing strategy across the digital realm. No matter the size of your company, operating the marketing division yourself can be extremely difficult. In order to succeed in 2017, you’re going to need every competitive advantage you can get to stand out from the crowd. Working with an experienced digital marketing agency is a great way to improve your business.
 
There are plenty of marketing agencies out there that offer their services, but it’s important to be able to distinguish between the quality agencies and the ones that just want your money. Here are a few tips for hiring a marketing agency and what you should be looking for.
 
Social Media Knowledge
Social media has grown into one of the largest sectors of the digital world. If your company doesn’t have social media accounts on the various networks, you’re going to be considered prehistoric. In 2012, roughly 67% of companies had dedicated social media teams. Since then, that number has increased to 78%, and it looks like that trend will continue because social media is such an integral part of business today.
 
Emphasis On Building Your Brand
The most successful marketing agencies don’t focus solely on promoting a company’s specific product or service, but rather spend most of their energy on actually growing that company’s brand. Although it’s important to market your product and service, the only way to truly grow your business is to promote your brand though quality marketing. Your company and one of your competitors might have identical products, but if you spend more time and energy on your brand, you’ll have a much better shot at success.
 
Creativity
Along with brand focus and social media experience, a marketing agency must be creative in order to succeed. There are creative agencies that will work with you and develop an original marketing strategy that is specifically tailored to your company and its individual needs. A creative agency will ensure that your company’s brand is growing across the digital realm in a creative and original way.
 
If you want to grow your company brand, standout on social media, and improve your marketing creativity, contact VWA today!

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Is Print Advertising Really Dead? 3 Predictions For the Future

advertising

 

There’s a widely held belief that print advertising is dying (or may already be dead). Considering that U.S. marketers will spend nearly $24 billion on online ads this year alone, this sentiment is certainly understandable. Many companies have replaced the majority of their print advertising efforts with online marketing, and it’s not hard to see why. Hiring an online marketing agency typically may have a lower cost and a better ROI. But should you abandon your print advertising efforts just yet? Not necessarily, experts say.

Many times, using a combination of print and online methods can be much more beneficial than choosing just one. And there are countless industries whose target demographics are unique in that they respond much better to print ads. One of the benefits of hiring an advertising agency is that your ad agency can customize a strategy that will work best for your particular business and customers. By continuing to work with your creative agency on print ads as well as digital marketing tools, you’ll be getting a much more diversified solution. Here are three reasons not to give up on print ads:

  • It’s better to have a mixed approachIn general, you shouldn’t put all your eggs in one basket. By eliminating print ads entirely, you may be alienating an important segment of your customer base. While some consumers feel totally comfortable interacting with a company on social media, others would rather receive information in a more traditional fashion. If you have a combination of digital ads, print ads, and social media interaction, you’ll have a much better chance of reaching a bigger customer pool.
  • Some demographics need a personal touchOne downfall of digital ads is that they don’t usually feel very personal to consumers. When you see ads on webpages or commercials before video content all the time, it becomes very easy to ignore them. They’re a great way to increase brand recognition, but they’re not always great for engagement purposes. Think about your target audience. Will your customers appreciate personal touches like direct mailings or ads in the local paper? Don’t discount these traditional methods as being out-of-date. They may work better than you’d think.
  • The print ad experience can’t totally be replicatedAs hard as digital marketing agencies try, the complete experience of a print ad can’t be achieved through a digital ad. Because print ads are physical and digital ads merely visual, digital efforts may leave something to desired for some customers. Print ads still provide a very valuable physical experience for consumers, as they provide more ways to engage the senses. If you’re having trouble reaching your audience and making a connection through digital means, add print as part of your strategy.

Our creative agency can custom-make any marketing strategy to fit your needs. Whether you want a combination of print and digital or want to focus solely on one tactic, we can help you achieve your goals. For more information, get in touch with us today!

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